EMAIL & LIFECYCLE
Waking up a cold list before asking it to buy.
A lifecycle and campaign system designed to turn product benefits into emails people could understand, care about and act on.
01 — THE CHALLENGE
You can't disappear and come back asking for money.
The audience was cold and relatively disengaged.
Launching straight into promotional emails risked treating a dormant list like an active customer base - so the first job wasn't conversion.
It was rebuilding attention.
02 — THE STRATEGY
Rebuild the relationship before the pitch.
I structured the campaign around two warm-up emails, five promotional emails and a post-launch value email.
The warm-up re-established familiarity and credibility. The promotional sequence then approached the offer from different angles rather than repeating the same sales message every day.
Client stories provided proof. Objections became content. Each send had its own reason to exist.
34.8% open rate
on a dormant list
03 — THE WORK
One offer. Multiple reasons to care.
Across the sequence, I used:
Story-led proof
Real client experiences to make the transformation tangible.
Objection handling
Addressing the reasons someone might hesitate before they became reasons not to buy.
Angle variation
Changing the argument rather than sending the same promotion with a new subject line.
Value after the launch
Continuing the relationship beyond the immediate sale.
My role: Email strategy · Launch planning · Copywriting · Campaign execution
“You brought some fresh angles I hadn't considered before.”
— Client (Fitness coach)
“Your communication was smooth, prompt and easy to follow, which made the whole thing feel stress-free.”
— Client (Fitness coach)
04 — THE TAKEAWAY
The campaign brought an inactive audience back into the inbox and demonstrated that even a cold list can respond when the communication earns attention before demanding action.
GET IN TOUCH
© 2026 Zaynab Merchant
zaynab@zaynabmerchant.com